# Crystal Greenhouse

> Crystal Greenhouse is a Digital Experimentation & Customer Journey Optimization leader based in Westfield, NJ (Greater New York City area). She connects customer behavior, experimentation, customer data, analytics, and operating discipline to better experiences and measurable growth, and understands how AI is changing both the customer journey and the way lean teams work.

She is interested in conversations and leadership opportunities at the intersection of digital experimentation, customer journey optimization, personalization, customer data, analytics, and AI-enabled operating models.

- Website: https://www.crystalgreenhouse.com/
- LinkedIn: https://www.linkedin.com/in/crystalgreenhouse/
- Email: hello@crystalgreenhouse.com

## Selected impact

- $6.2M incremental revenue from a customer journey and free-trial conversion program (Wiley)
- 83% increase in WileyPLUS B2B lead-gen and demo signups
- 220% increase in content discovery through search and navigation optimization (wiley.com)
- 203% YoY ecommerce affiliate net revenue growth contributed to across Hearst brands

## Point of view

- Personalization should optimize the customer decision, not simply the next click.
- Experimentation should be an operating system, not a collection of tests.
- Customer data only creates value when it changes the customer experience.
- AI should make the customer experience more useful and the organization more capable.
- Lean teams create advantage through leverage, not just headcount.

## Experience

- **Wiley**: Experimentation, Customer Journey & Measurement Leadership. As project owner of the Efficient Learning Free Trial OmniChannel campaign, converted 225% more free-trial users to paying customers, driving a 20% ecommerce revenue lift and $6.2M in incremental revenue. Led testing that lifted WileyPLUS B2B lead-gen/demo signups 83%, wiley.com content discovery 220%, and search engagement 17.8%. Built customer identity and single-customer-view use cases, plus an executive framework that helped support investment in marketing cloud and CDP capabilities. Built intake, prioritization, roadmap, and measurement governance for a lean analytics and optimization team. Owned the Web Analytics and consent workstreams for Wiley.com's AEM-to-Webflow transformation.
- **Sony**: Audience Insights & Segmentation. Built POPmarket customer segmentation that enabled CRM and channel teams to convert 15% more non-purchaser subscribers into first-time purchasers. Contributed to single-customer-view strategy.
- **Hearst**: Audience Development & Ecommerce Optimization. Led affiliate revenue optimization across 26 brands, contributing to 203% YoY ecommerce affiliate net revenue growth. Introduced an ARPU-based approach tying audience development to customer quality.
- **CNBC**: Digital Analytics & Audience Development. Supported the growth and relaunch of CNBC PRO, a direct-to-consumer subscription business, with analytics and performance frameworks. Led a lean analytics team.
- **iPlay / Oberon**: Customer Targeting, Segmentation & Lifecycle Strategy. Developed a Customer Quality Score strategy, contributing to 30% YoY revenue growth four months after launch. Built lifecycle segmentation for a platform with 1.1M+ monthly visitors and 32,000+ GameSaver subscribers.

## Capabilities

- Experimentation & Customer Experience: digital experimentation, A/B testing, customer journey optimization, conversion rate optimization, personalization strategy, search & navigation optimization, digital experience strategy
- Customer Data & Lifecycle: customer data strategy, lifecycle segmentation, customer identity, single customer view, CDP strategy & use cases, customer insights, retention & reactivation strategy
- Analytics & Measurement: digital analytics, measurement strategy, analytics governance, KPI frameworks, data quality & tagging governance, consent & privacy-aware analytics, ecommerce analytics
- Leadership & Operating Models: operating model design, cross-functional leadership, portfolio prioritization, MarTech governance, vendor & agency leadership, roadmap planning, experimentation governance, AI-enabled workflow design
- Platforms: Adobe Analytics, Adobe Target, Adobe Experience Cloud, Optimizely, AEM, Salesforce, Eloqua, JIRA & Confluence

## Recent thinking (LinkedIn)

- [Personalization Beyond the Click](https://lnkd.in/p/gkbDpYgH): moving personalization from predicting clicks to shaping the experience around what a customer needs, including conversational and agentic shopping.
- [Better Decisions, Not Just More Tests, Day 1](https://lnkd.in/p/gZPicknT) and [Day 2](https://lnkd.in/p/gy7WPdgR): takeaways from the Women in Experimentation × Convert Summit 2026 on decision criteria, guardrails, and human judgment as AI makes testing easier.
- [Closing the Gap Between Insight and Action](https://lnkd.in/p/geD4A9yw): where CX, analytics, and experimentation meet to turn customer signals into action.
- [Where Will the Next Analytical Strategists Come From?](https://lnkd.in/p/gDA2pzr7): developing analytical judgment as AI absorbs hands-on analysis.